K-Y: Jazmin Case Study

Sex, lies and (fake) videotape

To highlight that its lubricant is suitable for couples needing more intimacy in their relationship, KY in Argentina created a fake sex scandal around 'model' Jazmin de Grazia.

Suggestive 'sex tapes' were supposedly leaked onto the internet featuring Jazmin and her boyfriend; meanwhile the story ran in celebrity magazines and the media. But later, the 'full' versions of the clips were revealed to be promoting the brand message. For example, what looked like it was about to become a threesome turned out to be nothing more than the couple acquiring a puppy.